Landalz Marzo 3.Qxp
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Summary Edited by LANDALUZ, Association of 46 Pause Quality Food Products within Andalusia Royal Andalusian School of Editorial Board Equestrian Art LANDALUZ, Association of Quality Food Products within Andalusia D. Manuel Jurado Toro D. Ángel Gómez Esquinas D. Álvaro Guillén Benjumea D. Jesús Barrio Rubio D. Alfonso Hidalgo Romero D. Francisco Artacho Sánchez General Secretariat D. Juan de Porres Guardiola D. Santiago Urquijo Ruiz-Giménez D. Pedro Parias Jiménez Dña. Mariella Cingolani Coronel D. Miguel Angel Jiménez Segador D. Armando Dávila Miura Dña. Rocío Rodríguez Hervella Editorial Coordination and Design GLOBAL PRESS Carlos Javier Aguilar Galea Paloma Rodríguez Rodríguez Rocío Manteca Medina Avda. San Fco. Javier, 24 Edificio Sevilla I - planta 9ª - Mód. 11, 41018 Sevilla Tel.: +34 954 92 32 33 - 627 955 630 Fax: +34 954 92 29 65 [email protected] Photographies 26 Flavours Miguel Ángel Cano Pérez, Landaluz´s Vinegar archive, Extenda, Casa de Carmona, Royal Andalusian School Andalusian of Equestrian Art. This magazine has the support of EXTENDA, Trade Promotion Agency of Andalusia. LANDALUZ, Association of Quality Food Products within Andalusia Avda. de Grecia 8 - 41012 Sevilla Tlf: +34 954 23 48 49 +34 954 29 63 19 Fax: +34 954 62 32 06 [email protected] www.landaluz.es We would like to thank you: Royal Andalusian of Equestrian Art Depósito Legal: SE-0181-06 4 ANDALUSIAN FLAVOUR Summary 36 Routes Carmona Summary......................................................4 Words Editorial.....................................................6 The overseas network of Extenda.................8 Landaluz Prepares for internationalization.................10 Flavours Olive oil, culture...........................................18 Vinegar, flavour .........................................26 Casa de Carmona ......................................38 Routes Carmona.....................................................46 Pause Royal Andalusian School of Equestrian Art ...................46 Ideas Dávila Miura.......................................................62 New Features.....................................................68 We are .............................................................82 62 Ideas 18 Flavours Dávila Miura Extra Virgin Olive oil ANDALUSIAN FLAVOUR 5 Words Dear friends: undertaken. These activities are the chains that have collaborated destined to making the excellence with us these first few years has It is a true pleasure to speak to you of Andalusian products known, encouraged us to continue working again from our corporative both in terms of quality and the so that these efforts will be magazine for foreign markets. Even competitiveness of our companies. long-lasting. Thus, they will be a more so with this year’s first issue, This, in turn, will confirm the major incentive for other chains which is a very special starting point dynamics that the Andalusian who do not yet enjoy all the colour for all of the firms involved in this agribusiness sector has shown in and flavour of Andalusia in its great project. This project is to recent years. stores. celebrate our fifteenth anniversary at a time when the Association is Having reached a fluid and constant We have a unique promotional doing extremely well, with high relationship with all the major model, as we take the joy and hopes and perspectives for the distribution chains in Spain: Grupo colour of the typical “Andalusian future. Eroski, Carrefour, Makro - Metro, Fairs” abroad. With this, there is Alcampo - Auchan, El Corte Inglés, greater convergence of public at Over the past fifteen years, Hipercor, etc., and with the benefits the point of sales, and obviously, an LANDALUZ (Association of Quality this has provided, we plan to increase in sales. If, in addition to Food Products within Andalusia) has reinforce our position on the this, you add the indisputable worked hard to be a mirrored international market. quality of our products, the image of agribusiness sector with tremendous variety and the innovation, competitiveness and Based on the work performed in renowned prestige, together with quality. Our project, which is as 2005, in which we launched our the cultural and tourist support that alive as ever, is an example of presence in such markets as the usually accompanies these activities, associative spirit in Spain, seen from Czech Republic, Portugal and we can assure that we have the private sector, as it promotes Poland. LANDALUZ now wants to foremost and solid arguments for the agribusiness sector at both the expand this promotional model to success for those chains that decide national and international level. distribution chains outside Spain, as to introduce Andalusian products This is possible thanks to the more well as to promote the on its promotional calendar. than a hundred firms that make up consumption of quality products the project. within the region. Andalusia, a region that is a world tourist destination thanks to its Throughout this emblematic year, a The warm welcome received with beauty, centuries of history and number of activities well be our “tailor made” project among excellent weather conditions, is also 6 ANDALUSIAN FLAVOUR Words a world power in the agribusiness also known for its qualities and and gastronomic sector. benefits for our health. Andalusian gastronomy is a good Therefore, we must continue to indication of what this land really is promotion olive oil, together with and therefore, it is outstanding for its travel mate, vinegar from our its variety, flavours and colour. We very best wines. Enjoy this new must not overlook the starting point issue of ANDALUSIAN FLAVOUR. of Spanish cuisine and food: olive oil. What would our dishes be without it? Olive oil represents the bases of Mediterranean cuisine; it is Manuel Jurado Toro Editorial ANDALUSIAN FLAVOUR 7 Words The Overseas Network of Extenda Unidades de Promoción de Negocios (UPN) Extenda´s oficce Morocco Mexico Extenda develops its activities in campaigning and promoting Andalusia, and across the rest of the opportunities within the tourism The external network of world, through its network of sector. In 2006, a campaign began EXTENDA, Trade Promotion Agency of Business Promotion Units or UPNs. to attract the principal issuing Andalusia, is situated all over the world. There UPNs are offices which are markets of tourists to Andalusia, are 15 promotion offices, located in four conti- nents at the disposal of of the Andalusian equipped with the resources those of Düsseldorf and London. exporting companies to approach the markets necessary to support, on an The complete list of offices is: in which they are located (Belgium, France, individual basis, those Andalusian Germany, Argentina, Belgium, Portugal, Poland, Hungary, Czech Republic, companies who wish to introduce Brazil, Chile, China, the United Russia, China, Japan, Morocco, United States their products, or extend their States, France, Hungary, Japan, of America, Mexico, Chile, Argentina, Brazil). portfolio of clients, in overseas Morocco, Mexico, Poland, Portugal, However, they are not only useful for the markets. At present, there are 17 the United Kingdom, the Czech companies from Andalusia, but also for the UPN offices located in those Republic and Russia. foreign ones. The commercial operators markets which have most potential (importers, wholesalers, etc.) can make use of for Andalusian products. At the very UPN wants to highlight its them in order to obtain data on Andalusian beginning in 1999, they looked at dedication to the service of the companies of their interest, to obtain listing of marketswhich presented special companies they advise at all times, producer companies, whose products could be interesting for import and, in general, all the difficulties because of their distance, during their projects, so they reach information about Andalusian companies and its such as Asia or Latin America. the corresponding international products. markets. This is part of a flexible The demand from companies has structure through their agreements The inauguration of two new offices in the also motivated the opening of Units with well established, local United Kingdom and Germany is planned for in the markets close at hand and companies in the corresponding this year, completing therefore the extensive already existing network. principal destinations of our exports, country. Companies will also such as France or Morocco. Lately, receive logistical and technical Miguel Ángel Jiménez Segador the functions of the UPN have support from local companies and LANDALUZ´s Export Manager expanded to include tasks of can depend, organically, on the 8 ANDALUSIAN FLAVOUR Words Prague central services of Extenda in 3. Sectoral Promotional Activities: Andalusia. UPN coordinates the participation of Andalusian companies in The daily work of these offices is promotional activities in strategic based on designing and executing a sectors, defined by each market, “Country Plan” that includes such as: different promotional activities (fairs, • Participation, as a group at trade missions, technical days, etc.) to fairs bring this specific market closer to • Commercial Missions, direct and Andalusian companies from indirect different sectors of activity. • Promotions at points of sale • Sector promotional campaigns Included in the framework of this • Sector technical days programme are three types of services: The Extenda programme for 2006 1. Information: of a general nature, has, as one of its line directives, the direct